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Identity resolution spend projected to reach $2.6B in 2022

Changes in cookie availability, location data and privacy regulations make ID resolution solutions more important than ever.

Please visit Marketing Land for the full article.

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Google announces additional travel advisory notices in search and updates to its trip planning tools

The user-oriented feature updates will help Google maintain an edge over competitors in the online travel sector.

Please visit Search Engine Land for the full article.

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How to get Yelp reviews & improve your online standing

Founded in 2004, Yelp’s platform has evolved to be a go-to site for consumers to research and express their opinions on the businesses they frequent. Since the founding, other review sites have been introduced but Yelp still leads the pack at more than 178 million unique visitors every month.

When your business is searched for online, these review sites show up in the first page of results. Having an online review management strategy is another essential part of the larger digital marketing toolkit. For any business, you want to have a positive brand sentiment because happy customers refer other customers and become brand advocates. With the reach and visibility of Yelp, it’s particularly important to know your way around the platform and how to manage your reviews there.

Why are Yelp reviews so important?

For businesses in industries like food and beverage, local services and medical, reviews can make a significant impact on brand sentiment. Whether people are praising your brand or criticizing it, you want to be around to address them head-on.
yelp reviews by category
According to Yelp’s own data, the top three reviewed business categories are home and local services, restaurants, and shopping, making up 52% of the total categories covered.

In a BrightLocal consumer trend report, 87% of consumers reported reading online reviews for local businesses in 2020, up from 81% in the previous year. This may not translate into an obvious takeaway at first glance, but it’s what happens after potential customers read reviews that really matters to brands.

how consumers feel about reviews

Reading positive reviews or negative reviews play a role in a consumer’s decision to use the business: 94% say that positive reviews make it more likely for them and 92% say negative reviews make it less likely.

After reading positive reviews, consumers say they will head to the business’ website (31%), search for more reviews (28%) and even visit the business (17%). Having reviews makes an impact on whether or not you’ll have potential customers.

How do you get these reviews? Yelp offers up some guidelines for this.

How to get Yelp reviews without violating policies

Let’s start first with what you can’t do. Yelp’s review guidelines are very clear in how businesses can’t obtain reviews.

  • Don’t ask for reviews: not in-person, not online, not on your newsletter, not even from your grandmother
  • Don’t offer anything in exchange for reviews: no discounts or freebies in exchange for them posting a review.

The idea behind the guidelines are that posted reviews are unsolicited and represent the genuine and unbiased opinions of the customers. So, now that you know what you can’t do, let’s explore what you can do instead to encourage a healthy amount of reviews for your business.

Best tactics for getting Yelp reviews

You can’t ask for reviews? Is there anything left to do? The short answer is yes and we’ll cover a number of tips to get you situated. Considering Yelp’s guidelines, your focus as a brand should be in demonstrating such great service that the customer has no choice but to share their experience on Yelp. Awareness is also a key factor: they won’t know you’re on Yelp unless you tell them.

To get started with these tips, it’s important that you’ve already claimed your page for your business.

Fill out your business page

Make sure that all of your business information is updated, including any temporary hours or methods of operation. Platforms add new spaces for additional information all the time, so it never hurts to check on your profile. It’s never fun to arrive at a business only to learn that, for example, they’re cash only and you hadn’t planned for that.

example of book appointment CTA on Yelp

If you offer a service or food service options like delivery, connect those features so clients can easily book from your page or order food. The more seamless the customer experience is, the more likely they’ll leave a positive review.

Place a Yelp badge on your website

Alongside your social media icons, place the Yelp logo so customers know that you are present on the site. For additional Yelp branding that detail your review count and star rating, head to your business account to find the review badge.

yelp badge example

Use Yelp branding in-store

Connect the physical with the digital by ordering a free window cling from the company. You’ve likely seen these before. They’re stuck right by the front door or the menu in the window. When deciding on a location, the cling should be noticeable when entering and leaving the business.

yelp window cling example

Yelp offers a few paid branded materials like hours signage on their print shop. These additional stickers serve to reinforce the reminder to your customers that you’re on the platform.

Share your Yelp reviews on social media

You can’t ask for new reviews but you can certainly post your existing ones. Think of reviews as content. Quote the best reviews, place them into an attractive social media graphic and then post them. There’s nothing wrong with sharing how much your customers love you.

Respond to Yelp reviews

Yes, even the good ones. It can be tough to respond to critical reviews and while every business would love a perfect five-star rating, the reality is that you’ll have unhappy customers from time to time. One survey found that 89% of consumers read local businesses’ responses to reviews and they will spend up to 49% more at a business that replies to reviews.

To help with writing these responses out, take a page out of your crisis plan. Having a plan in place prevents you from writing a heated response. The customer isn’t always right but you can certainly manage how you respond to them to ensure that the interaction leaves a positive impression.

Create check-in offers

One way around the no-freebie rule is to take advantage of Yelp offers. These are deals that appear for users when they browse the site.

yelp offer example

This business is offering a free drink for Yelp customers that claim this offer on weekdays. The offer has a two-fold benefit: weekdays are likely slower so the offer might generate more orders,  and customers will typically want to make a larger order that includes the item on offer.

Post updates from your business

Getting more into the social media sphere, Yelp offers businesses the ability to post updates. Think of these as social media posts but for big news that you want to share with your customers. Some examples include menu updates, new dishes, new services and any logistical changes.

yelp business update examples

This business posted two important updates recently: the fact that they’re celebrating 30 years and that they’ve reopened. Seeing fresh updates from businesses lets the customers know that you’re paying attention to your Yelp page and they can trust the info on it is current.

Run an ad

Businesses that place ads on Yelp show up first in search results or in the sidebar. The benefit of this is that it makes you stand out a little more from your nearby competitors.
sponsored yelp result
For example, when you search for an auto service, the fastest-responding businesses who run ads are listed first, followed by those who have paid to show in the sponsored results section and finally by all results. Depending on how competitive your industry is, it might take several scrolls to get to the organic results section and by then, the customer might’ve already decided on which one to go with.

Utilize review management software

Are you getting more reviews across various sites than you anticipated? It can be overwhelming and time prohibitive to constantly check multiple sites and respond to reviews on them. Instead, use review management software like the one that’s offered with Sprout Social, to collect reviews from TripAdvisor, Glassdoor, Google My Business and Facebook.

While having a software solution doesn’t directly help you collect reviews, it does help you manage them for quicker responses, leading to happier customers.

Next steps for managing Yelp reviews

Reviews, whether they’re in person from your friend or online from a stranger, are part of the consumer experience. As more businesses continue to grow in various industries, the competition for brands is only increasing, while consumers gain an even wider array of options. The best way to figure out where to eat next or which spa gives the best massages is to conduct research. And these come in the form of reviews.

While you might not be able to ask directly for reviews on Yelp, there are a number of other options that help you raise your brand’s visibility both in-person and online. Instead of worrying about shady tactics to ‘get around’ these guidelines, focus on offering a great experience and increasing customers’ awareness of the option to leave reviews and support your business. Ultimately, doing this only helps reinforce the legitimacy of your business in a time when consumers are getting more and more savvy about paid reviews elsewhere online.

Now that you’re armed with some ideas, it’s time to put them to use on your Yelp page and explore additional reputation management tactics.

This post How to get Yelp reviews & improve your online standing originally appeared on Sprout Social.

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How to elevate remote video production, step-by-step

Between innovations in image technology and the falling costs of DIY production, learning the ins and outs of video creation has never been easier. This became even more evident when we shifted to remote work life. In 2020, overall video creation grew by 135%, and 60% of those business videos were user-generated.

There are tons of reasons and ways to leverage video marketing to drive your business forward. Some of the most effective business videos focus on a single subject speaking directly to the camera to convey a message. For folks recording their own talking-head videos, these can be used for:

  • Executive or departmental updates
  • Project kick-offs outlining main goals and messaging
  • Quarterly reports and business success presentations
  • How-tos, explainers or tutorials
  • Demos of tips and tricks to using your product like the Lego example below
  • Live webinars or conferences

Video content doesn’t need to be highly produced to be effective. With just a mobile phone or laptop and a few tricks of the trade, you can easily create polished videos in a remote environment. In this article, we’ll walk you through setting up your remote video production, step-by-step.

1. Follow the 60/40 rule for pre-production

When you’re excited about an idea for video content, you might be eager to jump right into recording. However, your final product depends on the work you do upfront.

The 60/40 rule for pre-production rule means that 60% of your effort should be allocated to fine-tuning your plan and logistics before shooting. This includes concepting, treatment, storyboarding, scripting, prepping your tools and location scouting.

2. Choose a recording device

When choosing a recording device, consider your output quality, distribution channels and goals.

If you have an HD camera, power to you! A DSLR or mirrorless camera will afford you the highest quality image and output options. But if you’re working on a budget and have minimal video production experience, your mobile phone or laptop will do the trick.


Use your laptop’s built-in camera and simple pre-installed recording apps like QuickTime. With additional support from video recording tools like CloudApp or Vidyard, which can be downloaded for free, you can also present your screen to walk through slides or other visual support elements as you speak. The only slight limitation when using a laptop is that most laptop cameras produce lower-quality.


Smartphone manufacturers are constantly working to create the most cutting-edge, high-definition cameras. Unless you’re still rocking a flip phone, your phone camera is a great option to use for filming.

No matter which device you choose, make sure that it’s charged and has enough storage capacity before filming.

Various video production tools and accessories including a ring light, tripod, microphone, external hard drive and camera stabilizer.

3. Accessorize

Once you’ve nailed down your filming plan and which recording device, it’s time to accessorize. There are a few other pieces of equipment that will support your shoot and lead to better quality footage.

Tripods and stabilizers

Shaky footage is a major distraction and can undermine the integrity of your video. Supporting your camera is important for a steady shot that holds the frame that you intend. There are a lot of inexpensive tripods, stands and stabilizers that you can purchase, or try out one of many DIY options. A tripod will also give you more flexibility with where you can film.

One benefit of filming with your laptop is having a built-in, stable camera. Keep in mind that the number one talking-head recording rule is to align your laptop or phone with the height of your eyes or forehead, whether seated or standing. With a laptop, you can use a bookshelf, windowsill or laptop stand to raise your camera to the right height.


We touched on the importance of having storage space on the camera itself, but it’s also a good idea to have an external hard drive or a cloud storage option to transfer and save video files.

Battery backups

Remember to fully charge batteries, phones, tablets, lights and laptops ahead of time so you don’t have to halt production. For backup, consider having all chargers available in between shooting.


Sunlight is the best light, but it’s not always an option. Video lights are a great investment if you produce video content regularly. They allow for even lighting in most indoor environments and often have adjustable settings to fine-tune their output. If you are shopping for a panel or ring light be sure to look for bi-color settings that mimic both daylight (a cooler bluer color) and tungsten interior lighting (a warmer, oranger light).


Shooting with the internal mic of your smartphone or laptop, or using wireless headphones will provide decent sound quality, but if you’re producing video content regularly, investing in a microphone is a smart idea. It will give you higher sound quality while letting you move farther from your camera for wider shots and demonstrations.

Flipping a smartphone between a vertical portrait or horizontal landscape recording format.

4. Choose your layout

Consider how your audiences will most likely be watching your video. If you’re shooting for mobile, choose a vertical format. If people will be mostly viewing from their laptop, go horizontal. Stick with that format throughout your video for consistency.

Removing distracting items from the background of your video location.

5. Prep your location

When filming interviews, mini-docs, process videos and creative projects, using multiple locations will increase your production value and bring context and variety to the audience.  However, a lot of very engaging content can be made in an office, studio or at home.

No matter where you’re shooting, a prime filming location should have:

  • A large window or light source in front of you
  • A quiet environment for clear audio
  • Options for you to configure your camera at eye-level
  • A tidy background with minimal distractions
Demonstrating impact of a lighting angle. Head-on lighting illuminates a face fully. 45-degree angle lighting illuminates most of the face but not all. When the light is behind a subject, they become indistinguishable.

6. Find your light

Daylight is the most powerful light source for mobile and laptop filming—yes, even on a gray day.

Cameras love light. and you can avoid grainy footage, improve your appearance on screen, and set the mood of your story by increasing your frontal light. Whether you choose to purchase a video light or use the natural light in your home or office, considering the angles of your light source will also have a major impact on your video’s quality.

Place your camera at eye level and face your lighting source or sit at a 45-degree angle from it. Never be totally side- or back-lit. As you can see in the GIF above, simply shifting your angle can have a dramatic effect on lighting.

When you place your laptop or mobile phone between you and your light source, make sure its shadow isn’t being cast onto you.

Placing smartphone on a tripod and testing earbuds

7. Mic check

For crystal clear sound, turn off any fans, close windows and mute notifications or any other controllable elements that produce ambient noise. If you’re working from home and have roommates, ask them to be quiet during your filming session so your microphone doesn’t pick up additional voices. A good old-fashioned “testing, one, two, three” never hurts either and listening to video playback will help you catch any issues or background noise.

A light directly in front of a subject wearing glasses will produce glare in the lenses. Moving the light up and at a 45 degree angle removes the glare.

8. Look your best and feel confident on camera

Once you’ve set a location, light and camera, it’s time to focus on the star of the show—you!

Wear whatever makes you feel confident on camera, but keep in mind that pure white or black can be challenging to light evenly. Additionally, make sure your clothes are wrinkle-free and lint-rolled.

If you wear glasses, raise your light higher angle and to the side about 45-degrees to avoid glare in your glasses or a shadow falling on your eyes. Frame yourself chest- or waist-up and leave room above your head so you’re not cut off.

Bright lights tend to make everyone shiny, so consider powdering your face to dull any shine and even your skin tone.

It might sound goofy, but practice speaking in the mirror before you record. This will help you get used to seeing yourself, practicing your delivery, and dialing up the energy both physically and vocally to make your videos more engaging.

Doing a test video recording.

9. Action!

To ensure that everything looks, sounds and feels right, do a 10-second test recording so you can make any necessary adjustments. Then, test again. Once everything checks out, you’re ready to roll.

This might seem like a no-brainer, but make that when you press the capture button, you’re actually recording—there’s usually a red light or indication on your screen. Settle in, pause and smile at the camera. Remember that you don’t need to film all of your dialogue in one take. It’s common to break down your script into manageable portions that you can edit together afterward. Feel free to pause to redo takes, shake out any nerves and adjust as necessary.

It’s helpful to take notes as you go. These can be ideas to include B-roll to illustrate a point you make, reminders for editing or takes you want to redo.

Taking notes

At the end of your recording, pause before reaching out to the camera to stop recording. That way, when you’re editing, you have space to trim that out.

Get the ball rolling with video content

Video content is a highly valuable and engaging way to achieve your business goals, attract new fans and spread brand messaging. Plus, it can be a simple and fun way to flex your creative muscles.

As your business pursues more opportunities for video production, make sure you have a plan for maximizing the impact of the videos you create. Download our free workbook to learn how you can extend the life, value and reach of branded video content.

This post How to elevate remote video production, step-by-step originally appeared on Sprout Social.

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Apple’s App Tracking Transparency is live; Wednesday’s daily brief

And, at what point does “disruption” become permanent change?

Please visit Search Engine Land for the full article.

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Most marketers expect to attend in-person conferences by early 2022

But as employers once again allow staff to travel, professionals are also growing fonder of virtual events.

Please visit Search Engine Land for the full article.

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Google lets you report an indexing issue

US users can now communicate to Google if you have indexing issues that you cannot figure out.

Please visit Search Engine Land for the full article.

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How Apple's iOS 14.5 Release Could Impact Advertisers

Imagine this: You run a successful online store and have a sleek app that makes shopping a breeze.

Most of your sales come from paid ads on Facebook and Instagram, and your usual process involves retargeting customers who open your app but leave without purchasing anything.

The more app installs you get, the more sales you log. This process is seamless because you’re able to track user activity across apps and optimize your ad spend as you see what works and what doesn’t.

But, with this week’s release of IOS14.5, the data you collect from Apple mobile devices will change. Here’s how.

Apple’s New Privacy Policy

Apple has confirmed that along with the launch of iOS14.5, there is also a change coming to Apple’s AppTrackingTransparency (ATT) Framework, which is essentially its data sharing and privacy policies.

Apple will now require that all mobile app advertisers gain opt-in from users to track their web and app activity.

While this provides consumers with the ultimate privacy, security, and control over the ads they see across their web and mobile devices, it’s expected that not all users will accept this prompt to opt-in. This could make it more difficult for businesses to reach their target audience, and deliver relevant ads.

From now on, whenever an Apple user downloads your app, they’ll be shown a prompt, asking if it’s okay for the app to track them. Additionally, with limited app user data, companies like Google report that ads could show poorer performance and returns than before the change.

While Apple’s pivot might seem shocking, it is not the first major tech giant to take action when it comes to data privacy. Just in the last year, Google, another major player in the advertising world, announced that it will phase out third-party cookies on Chrome and will be offering replacement tracking tools, such as its Privacy Sandbox, after 2022. You can read more about that news here.

What will happen to Apple’s IDFA (Identification for Advertisers)?

To better understand what’s happening with Apple’s new update, let’s take a moment to learn about Apple’s identifier for advertisers (also known as IDFA). IDFA is tied to each Apple device and is used by advertisers to identify users.

Typically, the IDFA code is visible to advertisers, and it enables them to retarget consumers. Now, it will only be provided to advertisers if users give them the go-ahead and permission to track their usage across apps.

To prepare app owners, Apple has laid out the instructions for gaining proper tracking permissions on its website:

“You must also include a purpose string in the system prompt that explains why you’d like to track the user. Unless you receive permission from the user to enable tracking, the device’s advertising identifier value will be all zeros and you may not track them,” Apple explains.


How this Affects MMPs (Mobile Measurement Partners)

Traditionally, MMPs have been able to pull data from mobile apps and serve up data such as installs, views, and ad clicks, in an organized and insightful fashion. They provide advertisers an understanding of where their consumers come from, and what the results of a mobile campaign are, within their platform. With the changes coming to ATT, their ability to have access to all this could be diminished.

However, some MMPs, like AppsFlyer, are leaning into Apple’s SKadNetwork to glean insights for their mobile advertisers.

The SKadNetwork is a secure way for MMPs and advertisers to understand app installs and campaigns, without connecting those installs to specific user identities. Apple coordinates this attribution, and while using the SKadNetwork is a good alternative, it does not take into account view-through attribution and only provides data 24 to 28 hours after the first launch.

The Early Response to Apple’s Privacy Pivot

As you can imagine, this new update has caused ripples across the mobile advertising ecosystem, and brands like Facebook have already responded.

“Apple’s policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt. As more people opt-out of tracking on iOS 14 devices, ad personalization and performance reporting will be limited for both app and web conversion events,” says a Facebook for Business statement.

Meanwhile, Google, which has also been taking on its own privacy initiatives, provided information for developers and advertisers about how the change will impact them while also reminding readers of the importance of user privacy:

“At Google, we’ve always put users and their privacy first. Transparency, choice and control form the bedrock of our commitment to users, and advertising is no different. We remain committed to preserving a vibrant and open app ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected,” the Google post explains. “That’s why we’ll continue to invest in privacy-preserving technology ― including aggregated and on-device solutions ― like what we’re developing for the web, along with ecosystem partners, in the Privacy Sandbox.”

Quick Tips for Navigating Apple’s Privacy Changes

While this change will likely impact your current ad campaigns, and the size of its impact is still somewhat uncertain, there are a few areas you can still lean into and optimize your content for the right audiences:

  • Don’t forget about Android campaigns: the iOS 14.5 update only affects Apple devices and users, so you can still segment your audiences by Android users and target them.
  • Turn to your website: Use your website’s tracking capabilities or analytics tools to understand where your visitors are coming from, and create audiences based on those visitors.
  • Amp up organic efforts: take a closer look at your organic social media and content strategy. Then use that data to strengthen your brand.

While the times ahead are uncertain and may not seem as ideal for marketers and advertisers, the industry is likely to evolve and find ways to reach prospective customers. As Apple rolls out this update, we’ll be paying close attention to how advertisers respond and will continue to update this post in the future.

Disclaimer: This blog post is not legal advice for your company to use in complying with data privacy laws like the GDPR. Instead, it provides background information to help you better understand current privacy shifts. The tips provided are not the same as legal advice, where an attorney applies the law to your specific circumstances, so we insist that you consult an attorney if you’d like advice on your interpretation of this information or its accuracy.

In a nutshell, you may not rely on this as legal advice, or as a recommendation of any particular legal understanding.

Start the free Inbound Marketing Certification course from HubSpot Academy.

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The True Impact of Social Analytics on B2B Funnels

For B2B sales and marketing teams, few metaphors are as powerful as the sales funnel.

It’s a near-supernatural, multi-layered vortex that pulls in leads from the wider world, then draws them down toward closing. At the top of the funnel (TOFU) are fresh new leads who are just discovering your offerings. In the middle of the funnel (MOFU) are leads who are interested to learn more. Finally, at the bottom of the funnel (BOFU) are those leads who are poised and ready to make a purchase.

Modeling your sales funnel so you can better target and nurture leads at each layer is critical to increasing your conversion rate. But for accurate modeling, you need a lot of reliable data. And one major opportunity for collecting that data lies in your social media tools.

The importance of social media in marketing is unquestionable. In fact, businesses that market on social media are 40% more likely to hit their sales goals. Plus, a whopping 95% of buyers purchase from sellers who provide content that addresses their concerns and questions at each sales funnel level — and, nowadays, a lot of that content is posted on social platforms.

But the question remains: How can you measure and analyze the true impact of social activity on your sales funnel?

Here, we’ll explore what social media data is, and how you can use that data to strengthen your B2B sales funnels.

What is social media data?

Social media data (or social analytics — the terms are interchangeable) includes any information gleaned from the activity of visitors, prospects, and leads on your social media channels. Any data you obtain when someone interacts with your profile or content on LinkedIn, Facebook, Instagram, Twitter, or any other social media channel counts as social data.

Specific metrics can vary from platform to platform. However, the following social data points are common to all of them:

  • Shares/reposts
  • Likes
  • Comments
  • Mentions
  • Impressions
  • Conversions
  • Clicks

Clicks can be the most revealing of all social data points. Many outside factors can determine what post a visitor might choose to comment on or share. Click metadata can tell you what types of content they would like to explore further.

Why is social media data important to B2B funnels?

You can’t analyze the efficiency of your B2B social media marketing efforts without raw data. With so many marketing activities and steps in the buyer’s journey taking place on social media, analytics without social data won’t yield many useful insights.

With social analytics, you can answer some crucial questions about whether your social media activities can help you meet your goals. Analytics help answer questions such as:

  • Which social media platforms are generating the most leads?
  • What kind of content is making our audience click, share, and convert the most?
  • What are our top-converting posts?
  • Are our audiences more interested in engaging with TOFU, MOFU, or BOFU content?

By analyzing the right social data, you can learn what is and isn’t working — and then tailor your social media marketing strategy accordingly.

How Social Media Data Impacts Your B2B Funnels

Many aspects of the marketing, sales, and product development processes feed into modeling your sales funnel. The goal is to create a funnel that effectively addresses your buyer’s needs and brings them closer to closing a sale. Within this process, there are two critical areas where social data analytics are especially beneficial.

1. Lead Enrichment

Lead enrichment involves supplementing, correcting, and normalizing your data on a lead. The goal is to establish a more in-depth, up-to-date, and accurate picture of who your leads are and what they want. You can automate lead enrichment by importing third-party data into your CRM. You can also accomplish the same outcome by conducting manual research and verification on leads.

Lead enrichment makes it easy to perform several associated functions that will improve your sales funnel’s efficiency. These are:

Lead Scoring

Image Source

How do you know which leads are eager to buy and which ones are just looking? The solution is to quantify their signs of interest, assign them a score, and rank them.

The process of lead enrichment ensures you aren’t missing essential information about your lead, such as whether they are a decision-maker at their company. Social data can provide evidence of their signs of interest, as shown through their social media page interactions.

Lead Segmentation

A lead with a low score isn’t necessarily one you should ignore. However, a low-scoring lead might need different levels of attention or types of content.

The same goes for leads showing the same level of interest. If they’re in different industries or countries, the same approach might not work on all of them.

Social data can enrich your lead profiles with these details. Then you can segment your leads into separate audience groups, which enables you to target each group with custom-made content to address each group’s top concerns.

Lead Nurturing

You move a lead from one level of your sales funnel to the next by nurturing them.

Lead nurturing is accomplished by providing leads with content that answers their questions, addresses their concerns, and builds interest in your offers. The more data you have on your leads, the more hints you have about creating content most likely to engage them.

Lead Attribution

It’s great when your latest lead steps up engagement within your sales funnel. But if you don’t know what motivated them to provide their contact information, download that ebook, or request pricing, you’re missing out. That kind of knowledge is vital to improving your sales processes.

Enriched leads and social data analytics strengthen your attribution models. Lead attribution gives you the best chance of finding out which content deserves credit for the conversion.

2. Perfecting Your Messaging

The second key area impacted by social data is your messaging. Ultimately, all of your content is just a form of communication between you and the buyer.

When your messaging is perfect, it strikes the right tone, and speaks to your lead’s most pressing concerns — while also entertaining and educating. That’s when you know you’re putting your best effort into closing the sale.

When your messaging falls short on these fronts, leads can lose interest and drift away.

So, how do you perfect your messaging? The two easiest ways are through personalizing your sales outreach, and creating more engaging content.

Personalize Sales Outreach

Social data can tell you what your leads are most interested in and which channels are best for reaching them. This information allows you to personalize your sales outreach.

Let’s look at how this works in practice. Say you have a lead who consistently likes your tweets about a specific function of your product.

From that small piece of data, you can create a personalized outreach. A Twitter DM might be a great way to make a “sales call” — and now you have an even better idea for a good conversation starter.

Create More Engaging Content

Image Source

Content that engages is critical to move leads toward conversions. But what content should you be making to engage more leads?

First, step back to take a broader view of what your social data is telling you. Measuring how and where your leads engage with your sales funnel allows you to create more engaging content at all levels.

Let’s say you’re doing well at moving leads through the MOFU and BOFU, but many of them seem to get stuck in the TOFU. The leads who spend the most time in the TOFU aren’t converting their way further through the funnel at high enough rates.

Through careful parsing of your social data, you discover that the leads that slowly escape the TOFU heavily engage with your video content. This data tells you that you probably want to have video as a more significant share of your TOFU content.

It’s true that collecting, organizing, and analyzing raw social data can be overwhelming at the outset, but having the right resources can take a lot of the difficulty out of this endeavor. Tools like Oktopost can help you automate and optimize your social data processes, making it easy to finetune your content at every level of the sales funnel.

By leveraging social data to create better B2B sales funnel models, you will reap the benefits of its true impact with higher engagement rates, more conversions, and better ROI.

social media content calendar

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